Building hype for a jewelry drop as a new brand
Launching a new jewelry collection is all about building hype. If no one knows you are dropping, no one will be there to buy. Instead of waiting for organic growth or spending your whole budget on ads, use a managed content network. It puts your teaser videos in front of thousands of people daily, building a massive waitlist in record time.
in one network
from your videos
go live
Fine jewelry brand, launch stage: building hype for drops and waitlists.
The challenge of the first jewelry drop
When you are a new brand, you do not have an audience waiting for your next move. You need to create that interest from scratch. Traditional ways to build hype, like email lists or social posts, are good, but they are limited by your reach. You need more eyes on your teaser content, and you need it fast. You need to reach people who are already interested in jewelry but have never heard of your specific brand.
Generating hype with a network
A managed content network is a set of many brand owned Instagram pages, for example fifty pages like brand.daily or brand.clips, that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This lets you flood the feed with your teaser content, getting people excited for your drop before the store is even open.
The maths of a successful launch
Running this network costs about the cost of one marketing hire. It is a small investment for the level of awareness you gain. By having your brand appear everywhere in the week leading up to your drop, you create a sense of urgency and popularity. People see your jewelry, they get excited, and they sign up for your waitlist. This gives you a massive list of potential customers ready to buy the moment you launch.
Executing your drop strategy
Provide your partner with high quality teaser videos. Focus on the details of your new jewelry, the limited availability, and the excitement of the launch. Instruct them to distribute these across fifty accounts. TIDE handles the technical setup and manages any account bans. Your job is to drive the traffic from these accounts to your waitlist signup page. By the time your drop happens, you will have a group of excited buyers ready to support your jewelry brand.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on fine jewelry |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for fine jewelry counts.
Launch your new jewelry collection with a bang by using an owned content network to build massive hype and a waitlist before you open.
Put your products on 50 pages.
Tell us what your fine jewelry brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
How long before the drop should I start?
Start at least two weeks before. This gives you time to build anticipation and collect enough signups for a successful launch.
Does this work for small drops?
Yes. It creates a feeling of exclusivity and demand, which is even more effective when you have limited quantities of jewelry available.
How many waitlist signups can I get?
The more you post, the more people see you. It can result in hundreds or thousands of signups, depending on your creative content.